Business Builders

Neuroscientist and psychologist Ian Robertson joins Business Builders to unpack what confidence really is, how it shapes success, and why it can quietly turn against the very people it helps elevate.

Ian is Emeritus Professor at Trinity College, Dublin and author of two best-selling books:
How Confidence Works: the new science of self-belief. Penguin
The Winner Effect: the science of success and how to use it. Bloomsbury
Rather than treating confidence as optimism or self-belief, Ian explains it as a brain-based mechanism; one that drives action, motivation, mood, influence, and decision-making. Drawing on neuroscience, psychology, sport, leadership, and real-world examples, he shows how confidence compounds through small wins, why it’s essential for navigating uncertainty, and how it can distort judgment as success accumulates.
The conversation also explores the dark side of confidence: how overconfidence becomes addictive, why it mirrors the effects of power on the brain, and how leaders, founders, and public figures can lose self-awareness as dopamine, status, and success reinforce one another. Ian draws a sharp distinction between intrinsic goals, wanting to be good at what you do, and extrinsic goals like money, status, and beating competitors, explaining why one builds resilience while the other undermines judgment and mental health.
This episode is a deep, practical look at confidence as a tool, one that can build extraordinary momentum if used well, and cause serious damage if misunderstood.
🎧 In this episode, you’ll learn:
– What confidence actually is (and what it isn’t)
– Why confidence drives action despite uncertainty
– How the “winner effect” compounds success
– Why manifesting big goals can backfire
– How intrinsic vs extrinsic goals shape motivation
– Why overconfidence distorts judgment and risk perception
– How power and success affect the brain
– Why failure is a better teacher than success
– How confidence shapes leadership, parenting, and aging
⏱️ Timestamps
00:00 – What confidence really is
 01:30 – Confidence vs self-esteem and optimism
 03:50 – Confidence as a self-fulfilling prophecy
 05:10 – The winner effect and compounding success
 06:40 – Why confidence creates widening gaps over time
 07:05 – Why big fantasy goals often fail
 08:45 – Intrinsic vs extrinsic motivation
 10:00 – Confidence as the bridge across uncertainty
 11:20 – Confidence vs anxiety
 12:30 – Confidence as a natural antidepressant
 13:55 – Why confidence increases influence and persuasion
 15:00 – When confidence becomes dangerous
 16:40 – Overconfidence, luck, and distorted self-belief
 18:00 – Power, narcissism, and loss of self-awareness
 19:30 – Why extrinsic success becomes addictive
 20:00 – The limits of “manifesting”
 21:00 – Olympic failure and rebuilding confidence through process
 23:20 – Why Ian became fascinated by confidence
 24:30 – Why confidence matters so much in childhood
 26:00 – Anxiety, avoidance, and learning
 27:40 – Parenting, risk, and emotional robustness
 29:40 – Why failure builds better founders
 31:00 – Experience, learning, and explaining complex ideas
 32:45 – Self-awa

Sam Moffett, founder of Moffett Automation, shares what it really takes to build a world-class, high-stakes business where failure simply isn’t an option . From growing up inside a family manufacturing company in rural Ireland to delivering fully automated warehouse systems for some of the world’s biggest operators.
Sam explains the fundamental shift from selling products to selling outcomes, and why, in his world, customers don’t care about features - they care about certainty. When a warehouse goes down, the cost can be millions per day, and that reality shapes everything from how Moffett Automation sells, builds, installs, and supports its systems.
The conversation explores the pressures of scaling a complex technology business, the early pain of winning trust as a young founder, and the responsibility that comes with having your name above the door. Sam talks candidly about projects that didn’t go to plan, why honesty matters more than short-term wins, and how standing by customers, especially when things go wrong, became a defining principle of the company.
We also dig into the human side of growth: balancing a global business with family life, the personal cost of constant travel, and why Sam is determined to scale without losing control, quality, or values.
🎧 In this episode, you’ll learn:
– Why selling solutions beats selling products
– What it means to build systems where failure isn’t an option
– How trust and responsibility shape long-term customer relationships
– The challenges of scaling complex technology from a rural base
– Why honesty can cost you in the short term — but pays off over time
– How Sam balances global growth with family life and personal values
⏱️ Chapters
00:00 — Introduction
 02:10 — What Moffett Automation actually does
 05:00 — Selling outcomes, not products
 11:00 — The pressure of building systems that can’t fail
 14:30 — Early mistakes, hard lessons & earning trust
 21:00 — Scaling without losing control or quality
 27:45 — Honesty, integrity & walking away from bad deals
 33:00 — Leadership, competitiveness & decision-making
 40:00 — Motorsport, mindset & performance under pressure
 48:15 — Recognition, credibility & Entrepreneur of the Year
 55:45 — Family, balance & the personal cost of growth
Whether you’re building a technology company, scaling a high-risk operation, or leading a business where trust is everything, this episode offers grounded, hard-earned insight into what sustainable growth really demands.
🎧 Listen now on Spotify, Apple Podcasts, or YouTube.
👇 Full episode link in the comments.

Tim Sparsis, founder of The Attic Company, shares an honest account of what it really takes to grow a trade business from the ground up — from arriving in Ireland with an old van and borrowed money to building a company that now delivers hundreds of projects every year.
Tim talks openly about the early days of doing everything himself, the fear of hiring when cash was tight, and the moment he realised that staying “on the tools” was holding the business back. He explains why scaling meant going backwards to go forwards, how systems and people unlocked growth, and why letting go was the hardest — but most important — leadership shift he made.
The conversation also explores the human side of building a business: mental health, burnout, and the role running and fitness play in helping Tim switch off, think clearly, and build something sustainable over the long term.
🎧 In this episode, you’ll learn:
– How Tim moved from doing everything himself to leading a scalable business
– Why most founders think they can’t afford their next hire — and why that mindset holds them back
– What “going backwards to go forwards” really looks like in practice
– How systems and operations enable growth in a trade business
– Why stepping away from the tools was the turning point
– The importance of balance, mental health, and sustainability as a founder
Whether you’re building a trade business, scaling a service company, or navigating the transition from operator to leader, this episode offers practical, hard-earned insights into what sustainable growth really requires.
🎧 Listen now on Spotify, Apple Podcasts, or YouTube.
👇 Full episode link in the comments.

Business leader and entrepreneur Pádraig O’Céidigh shares a deeply reflective conversation on success, stress, and the question most people never stop to ask: what is enough?

Drawing on decades of experience in business and life, Pádraig speaks candidly about decision-making under pressure, the hidden cost of ambition, and why many of the richest people he knows are not happy. He introduces the idea of a personal “safe harbour” — a way of making life and business decisions that prioritise perspective, values, and long-term wellbeing over constant growth.

This is not a hustle story. It’s a conversation about wisdom, restraint, and learning to recognise when more is no longer better.

🎧 In this episode, you’ll learn:
– Why financial success doesn’t guarantee happiness
– What Pádraig means by asking “what is enough?”
– How stress and ambition can quietly take over your life
– A practical framework for making difficult decisions
– Why perspective matters more than momentum
– How life experience reshapes how you define success

Whether you’re a business builder, leader, or simply someone questioning the pace and pressure of modern work, this episode offers a rare, grounded perspective on success — and what it should actually serve.
🎧 Listen now on Spotify, Apple Podcasts, or YouTube.
👇 Full episode link in the comments.

Mail Metrics co-founder Nick Keegan shares a raw and revealing account of what it really takes to survive the early years of a startup — from three years with no customers to building one of Ireland’s largest customer communications businesses through bold pivots and high-risk acquisitions.

Nick speaks candidly about the naïve mistakes made at the start, burning through investor capital, letting staff go, and being months from running out of cash — before a single RFP became the lifeline that changed everything. He also explains how stumbling into a regulated, enterprise-grade business model unlocked long-term growth, and why learning by doing was the only way forward.

🎧 In this episode, you’ll learn:
– What it’s like to build a startup with zero customers for years
– Why building before talking to customers nearly killed the business
– How one tender became a turning point
– The reality of enterprise sales and long growth cycles
– Why Nick used acquisitions to scale faster than organic growth
– The personal and psychological toll of the early survival years

Whether you’re a founder, operator, or investor, this episode offers a rare, honest look at the gap between startup mythology and startup reality — and what it really takes to get through it.

🎧 Listen now on Spotify, Apple Podcasts, or YouTube.
👇 Full episode link in the comments.